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Customer focused KONE KONE’s CAPITAL MARKETS DAY 2009
Juho Malmberg Development
2 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Customer Focus is one of the five global KONE development programs
Customer Focus
People Flow Solutions
Operational Excellence
Environmental Excellence
People Leadership
3 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
5 years ago...
Many local sales processes & systemsNot enough market visibilityMore reactive than proactive sales processDisharmonious customer master data
KONE service vehicles, 1920
4 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Customer Focus Phase 1 - Processes
Phase 3:
Phase 2:
Phase 1: Processes
2006 2007 2008 2009
One common processCustomer segmentation modelTools architectureTraining plan
5 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
ToolsCRMKONE.comTendering
Customer Focus Building Blocks
Customer Process
Customer Management ModelsValue based segmentationStrategic customers – account managementCore customers – quality service with optimized costsGlobal customers – harmonized service model
SkillsSales Management trainingCustomer service trainingSales coaching
SellCreate DemandManage Customer Relationships
6 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
KONE Customer Management Model defines how we manage customer relationships
Valu
e of
cus
tom
er
rela
tions
hip
Core 1–High potential
Strategic customers
= Core 4–Potential new
Core 2–Growth
Core 3–Standard
Global customers
Res
iden
tial
Offi
ce
Ret
ail
PT /
Airp
orts
Oth
er
Current business volumeGrowth potentialProfitabilityRelationship strengthLearning and reference value
Strategic customer criteria
7 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Customer Process creates the foundation to how we work with our customersManage customer
relationshipsStrategic planning
and resourcing
Open lead;• sales case
seen• customer
known• case outlinedLeads Orders
New elevators & escalators, Door products, modernizations, repairs, maintenance contracts and other leads
Sell opportunity and activity management
Opportunities
8 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Phase 3:
Phase 2:Customer data cleaningGlobal KPIs
Customer Focus Phase 2 - Global CRM
Phase 1: ProcessesOne common processCustomer segmentation modelTools architectureTraining plan
2006 2007 2008 2009
One global tool, over 3000 usersProcess & tool training & coaching
9 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
KONE’s Global CRM solution is based on Salesforce.com
Salespersons toolkit Management toolkit
Account planning
Customer feedback
Campaign management
Management reporting
Accounts
Contacts
Tasks and Activities
Opportunities & Leads
Reporting Analytics
Account information gives a 360-degree view of our customers across business units, helping us build strong, lasting customer relationships
Full visibility of customers
10 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Global KPIs
Global Process KPIs create a common language for continuous process improvement:– Customer visits– New opportunities– Hit rate– Conversion rate– Competition balance
11 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Phase 3:
Phase 2:One global tool, over 3000 usersProcess & tool training & coaching
Customer data cleaningGlobal KPIs
Customer Focus Phase 3 - Full-Chain Integration
Phase 1: ProcessesOne common processCustomer segmentation modelTools architectureTraining plan
2006 2007 2008 2009
New KONE.com, integrated to CRMNew Tendering&Ordering tool, integrated to CRM and SAP
12 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
New KONE.com rolled out to all countries during 2008
13 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Integrated full-chain solution
KONE.com
Negotiating MaintenanceInstallationManufacturing&Assembly
Order mgmt
CRM Tendering&Ordering SAP
Pricing&Tendering
DemandCreation
14 May 5, 2009 © KONE Corporation | CMD | Juho Malmberg
Clear benefits from the Customer Focus development program
Harmonized way of working– Harmonized sales process– Strong CRM adoption rate– More professional account management– Sales work more proactiveBetter sales results
– More customer visits– More sales opportunities– Strong competition balanceBetter market visibility– Improved visibility to the market– Higher quality customer data
Our customer relationships and insight are driving KONE’s growth, profitability and innovation. We achieve this by developing customer competencies, processes and tools